Content – knowing when and how to use it

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Rupert Denny's presentation at ON24's "From Lead to Revenue Roadshow 2012".

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  • 1.Content Knowing when and how to use it14th June 2012Rupert Denny - BannerTwitter: @doops65

2. Todays presentation Content Knowing what you have got and when to use it Understanding the value of it Extending its life Using it as substantiation Following some simple rules Banner Corporation plc, 2012 3. Banner Corporation plc, 2012 4. But, does content volume equate to sales success?We keep adding new content to our website but customers and partnerscomplain more than ever that they cant find what they need.Head of Marketing, Major Hardware Manufacturer 40 %more content types 80 % growth in Formats +60 % increase in Vendor Content Overloadthan five years agosince 2005Web Page Count in the past five years Banner Corporation plc, 2012 Source: IDG Connect IT Buyer Survey - September 2010 5. The impact of irrelevant content is significantDecision Making Content Creation CostsProcess Delayed 18% Making the ShortlistGetting the Sale by One ThirdMore than 40 % Banner Corporation plc, 2012 * Results from IDG Connect IT Buyer Survey - September 2010 6. We need to understand the content requirementsfor each stage in the buying process Buying process steps No awareness Awareness Consideration PreferencePurchase Loyalty No needNeeds recognition Information ActiveDecision Post-purchasesearchconsiderationevaluation and usageHighIs actively considering new services, searching brand and competitorManaging servicessites and literatureover time Activity level Semi-actively lookingfor possible options on, Negotiating serviceand offlinecosts and contract Post purchase activity Influenced by colleagues, (upgrades, newadvertising, newsservices etc.)articles, etc. Life goes onLow Banner Corporation plc, 2012 7. Buying StagesBusiness Case General Education Development Implementation ScenariosShortlist Creation Final Decisions Prospect Goals:Prospect Goals:Buyer Goals: Confirm InterestClarity Issue as Accurate Comparison of Prospect Goals: Resolve Gaps in Prospect Goals:Relevant Alternatives UnderstandingMeaningful ComparisonConfirm AlignmentGain Context for Build Confidence Match Assessment toRealistic TestingManage RiskInternal DiscussionConfirm Business Case Organizational Needs Confirm Viability ofBuild UnderstandingAssumptions Realize BenefitsShortlist AlternativesAbout Issues andTrends Seller Goals: Seller Goals: Seller Goals: Provide Frameworks Seller Goals: and DiscussionAlignment of Evaluation Reinforce ValueSeller Goals:Steps with SolutionDifferentiate Process Steps Stress Shared VisionOffer Context forCapabilities Confirm Valueand Viability Confirm Interest withPropositionDiscussion Relevant ContentExtend Solution Build Sense of ControlBuild Awareness and be Discussion to Interested Engage with Buying Gain Legitimacy and PartiesTeam IndividualsVisible Perception of ExpertiseFoster Shared Interest Build Confidence Banner Corporation plc, 2012 Source: IDG Connect 8. Content is used differently during buying phasesEducate Business Case Short ListFinal Selection 32%35% 38%48% 51% 51%52%66%3% 13%11%1%Info on specific product Info on specific productInfo on specific productInfo on specific productInfo on specific vendorInfo on specific vendor Info on specific vendorInfo on specific vendor Tech/market overviewTech/market overviewTech/market overview Tech/market overview Q11_2. Information types Q11_3. Information types orQ11_1. InformationQ11_2. Information types or or topics is of greatesttopics is of greatest value totypes or topics is oftopics is of greatest value to value to your decisionyour decision makinggreatest value to your your decision making making process process Vendor shortlist decision making process Business Case Business Case stageprocess General Development stageEducation stage Development stage Banner Corporation plc, 2012Source: IDG Connect 9. Novell European Virtualization Campaign To augment a proposed Lead Nurturing program, Banner recommended a Content Audit to Novell EMEA. Working in conjunction with IDG Connect, Content Audits review existing content and rate them according to their ability to progress a prospect through a buying cycle. IDG has identified a five stage process from initial consideration through to sale. Each stage has been exhaustively researched to uncover insights about buyer/prospect behaviour. Content gaps are identified and under-performing assets unearthed. Ultimately recommendations are made to ensure that all content is created with a prospect-centric view... Banner Corporation plc, 2012 10. Content Audit:Instant insight into useful content assets by buying stage 100 3990 47498070 1724256017506403058182052 29 23 410104 0 RELEVANCEGENERALBUSINESS CASE IMPLEMENTATION SHORTLIST FINAL EDUCATION DEVELOPMENTSCENARIOCREATIONDECISIONS Audio HTMLDownloadable PodcastTool Video Webcast Game DocumentDocumentContent rated below 70% requires revision. Banner Corporation plc, 2012Source: IDG Connect 11. The challengeAutodesk Showcase enables designers andengineers to preview and test designs in 3Dwithout building expensive prototypes.Autodesk needed to tap into existing socialnetworks to drive trials and ultimatelysales of the latest version of AutodesksShowcase software. Banner Corporation plc, 2012 12. Understand sentiment and language What you are talking about on your site and in communicationsAIMHERE What your customers are talking about - and where they are Banner Corporation plc, 2012 13. Distribute & aggregate content Highly visible to search enginesConcentrates contentaround customer needEnables peer-to-peerinteraction But you own the brand experience Banner Corporation plc, 2012 14. Drive leads via tools and content Highly visible to search enginesConcentrates contentaround customer needEnables peer-to-peerinteraction But you own the brand experience Banner Corporation plc, 2012 15. Banner Corporation plc, 2012 16. Plan content production and ownership1 7 30 4 2 1 LocalGlobal Banner Corporation plc, 2012 17. The challengeCA technologies have a wide range ofproducts and services from Cloud toMainframe optimisationEach of these areas are well knownindividually but in the Nordics there was alow awareness of the whole portfolio andbreadth of offering especially amongst CSuite Banner Corporation plc, 2012 18. Building the event 11 Booths 2,500 individual pieces of content Whitepapers Video Pod Casts Spec Sheets Full Live day, as life repeat and on demand. Traffic drivers across 4 countries using multiple media formats and calls to action Registrants from target account list Banner Corporation plc, 2012 19. The Results All registrations327 Total Live Participants106 On demand Participants 143 Repeat Visitors12 Exhibit Hall Visitors156 Networking Lounge Visitors 106 Virtual Theatre Visitors 140 Average no. of Booth Visits per person 5 Average time spent in a Booth10 Minutes Total Number of Content Viewed 1353 Total Number of Content Downloaded 985 Banner Corporation plc, 2012 20. Following some simple rules for online lead generation events Who are you trying to talk to? What are their pain points? What information are they looking for/need? Dont just assume there is a demand Do some research, is your audienceready for what you are going to tellthem? Are you inviting the right people for yourmessage? Banner Corporation plc, 2012 21. Keep it to the point Banner Corporation plc, 2012 22. Page 22 Timing Banner Corporation plc, 2012 23. Choosing speakers Dont let country borders hold you back Banner Corporation plc, 2012 24. Choose the right format FormatDescription Pros Cons Single SpeakerA single speakerEasy to co-ordinate, write May suffer from lack of presents/takes Q&Aand traininteraction a bit like alecture Interview Style The interviewer asks aMore engaging ( TwoMore people to train and set of prepared questions voices) . Interactionco-ordinate to a speaker(s) encourages audience individuallyinteraction Moderated Panel/Multiple speakers with aVariety of content, voices Challenging to stop Discussionmoderator facilitatingand perspectives panellists talking overeach other.More people to train andco-ordinate Interactive Full audience Much deeper interactionComplicated. Requires a participation via exercises and understanding. A skilled moderator. Only and facilitated dialogue applicable to a few conversationsparticipants Banner Corporation plc, 2012 25. Promote the event Start with your installed/prospect base Target industry/trade publications from a PR and advertising perspective Reach out to bloggers and key journalists Utilise your LinkedIn Group/Page Be social Consider creating a countdown to the event Create a video or audio introduction to the event Embed into your website/LinkedIn Page Post it on YouTube Banner Corporation plc, 2012 26. Landing Page and Registration A crucial contact point will be your landing/registration page Youve captured their attention withyour initial message; now make sureyou keep them interested! Consider some A/B testing on your registration page to determine what works best for you. Should you put a teaser on the registration page to encourage registration? Ensure your registration page has full calendar functionality (for reminders etc) Banner Corporation plc, 2012 27. Analyse Most webinar platforms will tell you who attended your event, how they interacted and what, if any follow-up information was requested Analyse this data quickly Score them based on levels of interaction, howlong they viewed for, what level of informationthey requested. Look at who registered and did not attend orthose who dropped off very quickly Segment the leads into categories and define aprocess of follow-up for each (ie through email/telephone or straight to sales) Banner Corporation plc, 2012 28. Follow -Up The best time to follow up with your webinar attendees is within 24-48 hours when the information is still fresh and the motivation to act is still high Include any promised information such as the presentation slide deck, event recording or an incentive you may have offered Request feedback with a post-event survey Those who registered but did not attend are not necessarily a lost cause Ensure an on-demand version is available Banner Corporation plc, 2012 29. Wrap-up1.Understand the value of your content2.Improve under-performing content and fill the gaps3.Distribute and re-aggregate content4.Stick to the rules but challenge them5.Follow-up quickly Banner Corporation plc, 2012 30. Rupert Denny BannerEmail: rupert.denny@b1.comhttp://uk.linkedin.com/pub/rupert-denny/1/6ab/222Twitter: @doops65